About Be the Influence

Be the Influence is a campaign from the Manitoba Liquor Control Commission (MLCC) and Addictions Foundation of Manitoba (AFM). The purpose is to provide tools and information that can help parents discuss alcohol with their children.

The MLCC supports responsible use of alcohol products by of-age adults. The problem, however, is that some children are still experimenting with alcohol early. In Manitoba, the average age at which a child first tries alcohol is 13.

Some children may wait until they are of legal drinking age or may never drink at all. Unfortunately, others won’t, starting a potential cycle of alcohol misuse that can cause long term physical and social effects.

The good news is that, as a parent, you are the single biggest influence in your child’s life, especially concerning their attitudes towards alcohol. That’s why the MLCC and AFM are encouraging parents to Be the Influence on their children.